Customer Service quality evaluation survey questions with sample questionnaire template to analyze one of the most prominent issues faced by the service industry: Customer Service Quality. It is observed that almost 40% of customers who experience poor quality service are highly unlikely to return to make purchases for the organization in the future. Quality of service and customer satisfaction are two sides of the same coin and service quality contributes to significant damages to a business when compared to other factors of business such as product cost. It is integral for a service-based organization to manage both. In a way, an improvement in service quality may result in an improvement in customer satisfaction levels too.

This sample has a comprehensive list of survey questions about addressing customer problems, customer executive expertise, rating of customer service etc. Questions about customer perception about service quality in comparison to the customer expectation of service quality can be included in this questionnaire to study where an organization can make enhancements in the quality of service. It is important for service providers to consider matrices related to customer perception and quality - which can be obtained by conducting a service quality evaluation survey.

Most organizations understand the importance of evaluating service quality but managers and other stakeholders fail to take the right steps in order to collect precise information about it. This is why a questionnaire example such as this can be used to conducted organized surveys that will help in understanding customer opinions about service quality.

As the manager of [COMPANY], I want to thank you for giving us the opportunity to serve you. Please help us serve you better by taking a couple of minutes to tell us about the service that you have received so far. We appreciate your business and want to make sure we meet your expectations. Attached, you will find a coupon good for ...... We hope that you will accept this as a token of our good will.

Sincerely,

[MANAGER_NAME]

Manager

Please rate the quality of service you received:

Very poor

Somewhat unsatisfactory

About average

Very satisfactory

Superior

Please describe if there was any particular aspect of the service experience that was unique

The process of getting my problem resolved was:

Very poor

Somewhat unsatisfactory

About average

Somewhat satisfactory

Very Satisfactory

Please describe if there was any particular aspect of the process that was unique.

Customer Service Representative

The customer service representative was courteous.

Strongly disagree

Somewhat disagree

Neutral

Somewhat agree

Strongly agree

Which of the following qualities of the service representative stood out (as being superior)?

Patient

Enthusiastic

Attentive

Friendly

Responsive

Other

What qualities of the customer service representative that you did not like?

Not patient

Not enthusiastic

Not attentive

Unfriendly

Unresponsive

Other

No qualities that I did not like

The customer service representative handled my call quickly.

Strongly agree

Somewhat agree

Neutral

Somewhat disagree

Strongly disagree

What would best describe your experience with the customer service representative?

Kept me waiting on hold

Had to explain several times

Didn't know how to handle problem

Had to ask other employees

Did not speak clearly

Other

The customer service representative was very knowledgeable.

Strongly disagree

Somewhat disagree

Neutral

Somewhat agree

Strongly agree

The customer service:

Gave me the wrong information

Didn't understand the question

Gave unclear answers

Couldn't solve the problem

Disorganized

No improvement needed

Other

The waiting time for having my questions answered was satisfactory.

Strongly disagree

Somewhat disagree

Neutral

Somewhat agree

Strongly agree

My phone call was quickly transferred to the person who could best assist me:

Strongly disagree

Somewhat disagree

Neutral

Somewhat agree

Strongly agree

Over the next 12 months, how likely are you to replace your [PRODUCT] with another [PRODUCT OR BRAND]?

Certain

High chance

Equal chance

Low chance

Never

Thank you for your feedback. We sincerely appreciate your honest opinion and will take your input into consideration while providing products and services in the future.

If you have any comments or concerns about this survey please Contact: -

Why conduct a Customer Service Quality Evaluation Survey?

The precision of details about the quality of customer service collected using a survey can be productively used to update service provision strategies and also to develop new ones. Here are five reasons to conduct a service quality evaluation:

Customer service representatives are the face of an organization and their efficiency and productivity can make or break the organization’s reputation with customers. This survey sample includes questions about customer service executive capabilities to solve problems, their knowledge etc. which can guide organizations to improve their customer service team and deliver according to customer expectations.

There are many organizations that believe in not making customers wait to land a call with a representative. Customers are often exceedingly loyal to an organization which treats their problems primary in comparison to all other engagements. Conducting a survey will enable the customer service team to improve their current functioning and speed of delivery.

Was the organization able to deliver reliable services? Was the organization’s customer service team prompt enough to solve customer problems is a very limited time period? - Answers to these questions can be obtained via a service quality evaluation questionnaire.

Customer service documents also play a key role in customer satisfaction. Quality of service documents can also be recorded by asking respondents to rate their satisfaction levels with the documents.

Gaining customer insights once they avail a service can help a company work towards making their services better, according to customer feedback. Likert scale or Semantic Differential scale can be implemented to understand post-service customer insights. Customers visiting retailers often come across kiosk surveys with one question: “How was your shopping experience?” with answer options ranging from “good” to “bad”.

Customer Effort Score (CES) can be calculated by including a question such as: “Overall, how easy was it to solve your problem?” with answer option range from “Very Easy” to “Very Difficult”. The Customer Effort Score formula is: CES = %Easy - %Difficult

With a question such as: “How satisfied with our customer service?”, organizations cannot obtain transparent answers due to factors such as politeness or inability to put their experience into the right words. But with CES, a researcher can understand whether their customer service is delivering solutions to customers effectively.

Net Promoter Score can be calculated by adding a question such as: “On a scale of 0-10, after considering your complete customer service experience with our company, how likely would you be to recommend us to a friend or colleague?”. Customers can be divided into three categories on the basis of this question: Promoters, Passives, and Detractors.

Net Promoter Score = %Promoters - %Detractors

An organization usually tries to convert detractors and passive into promoters after analyzing the net promoter score. This can be achieved by improving the quality of customer service, performance of customer service executives etc.

Best Practices of Customer Service Quality Evaluation Survey

Eliminate Bias: Customer Service quality results can be easily manipulated according to the requirements but since you are involving customers to know honest opinions about service quality, you should ensure that the results are not biased. This will only prove to be effective as honest customer feedback will help your organization grow. Try and keep your opinions with respect to the topic at bay.

Include Specific Questions: The questions included in the service quality evaluation survey should be accurate and less time-consuming. Include either of the customer service evaluation questions mentioned in the above section such as Net Promoter Score (NPS), Customer Effort Score (CES) or Customer Satisfaction Score (CSAT). Every factor of customer service should be entirely covered in the questions yet it should lead to an elongated survey which could increase survey abandonment.

Address Concrete Issues: Every research should keep in mind that customers have limited time to actually sit and respond to a service quality evaluation survey. Knowing this, it is advised that the issues addressed in a single survey should be concrete. For example, if you address the issue of customer service executives, try and include questions only related to customer service and not any other aspect of service evaluation.

Conduct a Competitive Analysis: Knowing how well do competitors fare in service quality is important for the progress of your business. Include questions such as “In comparison to the others in the market, how well do we perform?” as a Semantic Differential Scale question. Customer insights about whether or not they are satisfied with your service in comparison to other organizations in the market will be beneficial to you for improving the quality of service you provide.

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